Marketing is about people buying intention. Conjoint Analysis 101.

We’ve already talked that companies have one main objetive, earning money. If we add the variable ‘t’ we can split this main objetive in two, present and future earnings. The present earnings is the Company’s current economic result, while the future earnings are determined by the buying intention. On the other hand the above mentioned buying intention it’s the result of several variables that occurs together like: 1. The person have the need or intention to buy something in particular. 2. The company have the product that can satisfy the generic need. 3. The person have the money to buy

Continue reading »

Social Analytics the key responsable for making real time marketing come true

I was reading a very interesting research by eMarketer that begins this way ¨Marketers know the value of social data but interpretation remains a challenge¨ and I thought, are we still having the same problems than 10 years ago. I mean, we are not talking about Social Analytics, a pretty new work in ¨the block¨ but at the end the day it´s the same thing. 1. The digital era fill the desks with information: Well, even when this is totally true we can complain about it. Come on, we are talking about it for more than 10 years and is

Continue reading »

US Hispanics Advetising Spending

I’ve read in E-Marketer a very interesting report from Advertising Age reported that last year US advertisers spent 64% of their Hispanic-targeted media budgets on Spanish-language broadcast and cable TV networks, while Internet display ads garnered less than 5%. “Hispanic consumers under the age of 35 are spending more time online than watching TV

Continue reading »

White Paper IV – Social Networks in Latin America – Second Part

Social Networks in Latam (Second part) According comScore estimations- March 2008 – the number of internet users in the 5 major countries of the region (Argentina, Brazil, Chile, Colombia and Mexico) are 47.5 million. If we also consider the Internet users in Puerto Rico and US Hispanics the number reach the 67.5 million. During the month of March the number of unique visitors from 9 social networks we analyzed (bebo, facebook, friendster, hi5, myspace, netlog, orkut, sonico y tagged) sum 37 million in these five countries in Latin America.

Continue reading »

White Paper III – Social Networks in Latin America

The Social Networks in Latin America (Download PFD) The global phenomenon of social networks is landing in Latin America. Techcrunch recently published an article about Sonico describing it as the largest and most unknown social network in the region. Social networks are the foundation of the Web 2.0 – would be the equivalent of the traditional Web portals – and consist of sites where users can create a profile and contact other people. These users produce content that can be shared with other members within the network. However, so far it has not been dimensioned clearly the impact that social

Continue reading »

The “Fee vs. Free” dilemma

Its seems to be the latest trend that Media Companies are making their content available for free, like the New York Times. Some others like Financial Times are making some of it available and some other by subscription. Some others, like Rupert Murdoch for The Wall Street Journal, are planning to switch from a paid subscription to a free content one. EMarketer Analyst (like Ben Mackin, David Hallerman, Lisa Phillips, Karin Von Abraham and Paul Verna) where analyzing this situation and here are some interesting charts (read the entire note here at emarketer).  

Continue reading »

Comparison of churn rates

One of the most closely guarded secrets in business seems to be the churn rate. This is the rate of attrition, over a period of time, that subscriber-based customers “churn out” (unsubscribe) of the customer base. Churn rates are often measured in monthly terms, especially in the cable and satellite television and the wireless telephone industries. Business analysts will often look at the churn rate on a quarterly basis. Likewise, an annual rate of churn is a commonly used measure. Recently, I got to searching the Internet for a comprehensive list of churn rates, if such a thing existed. A

Continue reading »

US Hispanics – A minority?

We all know that Hispanics are still the USA’s fastest-growing minority group, but the truth is that most of their population increase comes from births in USA rather than for immigration. Government numbers shows that 60% (1.3 million) of the new Hispanics in 2005 are citizens because they were born in USA.

Continue reading »